For most publishers, the conversation about “why to invest in video content” ended years ago. The real question now is how to do it right and how to adapt that strategy to a world driven by streaming, short-form content, and AI-powered production.
Video content has become the connective tissue between platforms, audiences, and monetization models. Whether it’s long-form storytelling on Connected TV (CTV), short-form clips on TikTok, or quick explainers on your website, every format plays a role in driving reach and revenue.
Let’s break down why publishers should be rethinking their video approach and how to build one that’s both sustainable and profitable.
1. The Audience Has Already Moved
According to eMarketer, over 90% of internet users now consume video weekly, and the average person spends more than 17 hours per week watching online video. For younger demographics, that number is even higher, and much of it happens on mobile, social, and streaming platforms.
The connected TV ecosystem has exploded: in 2025, nearly 9 in 10 U.S. households have at least one CTV device. Free ad-supported streaming television (FAST) channels are growing 20–30% annually as audiences embrace ad-supported viewing models over new subscriptions.
This shift means publishers are no longer competing just for clicks — they’re competing for watch-time. And advertisers are following the eyeballs: global video ad spend is expected to surpass $180 billion in 2026, with CTV taking an increasing share of those budgets.
2. Why Video Builds More Value Than Static Formats
Video content is the most efficient way to capture attention and communicate complex stories. But it also has measurable performance advantages for publishers:
- Higher engagement – Average time on page can increase by up to 80% when video is embedded.
- Better ad revenue – Video ads typically deliver CPMs 2–3x higher than standard display.
- Cross-channel amplification – A single video asset can be distributed across web, OTT, and social with minor adaptations.
- Brand lift and trust – Video helps audiences connect emotionally, which in turn strengthens loyalty and retention.
In short: a well-designed video content strategy doesn’t just diversify revenue — it multiplies it.
3. Build Around AI-Driven Efficiency, Not AI-Generated Noise
The rise of AI video content marketing tools like HeroVideo, Synthesia, and Runway opens new possibilities for publishers who’ve traditionally faced high production costs. But AI should enable efficiency, not replace editorial integrity.
Used thoughtfully, AI can:
- Automate editing and captioning workflows
- Generate multiple social-ready clips from long-form hero videos
- Localize or personalize content versions for different audiences
- Test hooks, titles, and thumbnails for better engagement
The result: more content output without diluting creative control. AI is your production assistant, not your storyteller.
4. Extend Reach Across OTT, CTV, and the Open Web
Video ads strategy doesn’t end at YouTube or Instagram. In SEO, video content matters. Moreover, the fastest-growing opportunities for publishers lie in CTV and FAST distribution.
Platforms like Muvi, Roku Channel, and Samsung TV+ now allow publishers to launch branded OTT or FAST channels with ad-supported monetization. This opens doors to programmatic demand from premium advertisers, especially in categories like lifestyle, sports, or news.
Get inspired by our recent material – How To Build an AVOD Platform Using Muvi and Adtelligent
On your website, short explainer videos or article overviews boost retention and time-on-page metrics — a signal advertisers and algorithms both reward. Combine that with video content syndication to push your material across partner sites and aggregators, and your footprint multiplies.
5. Rethink Ad Formats and Measurement
One of the biggest advantages of a mature video ads strategy is flexibility in ad formats. Publishers can mix and match to suit their environment and audience:
- Pre-roll and post-roll: classic, high-CPM inventory for both web and OTT
- Overlay and companion ads: non-intrusive formats that enhance rather than interrupt
- Rich media and interactive ads: great for branded integrations
- Pause ads: gaining popularity on CTV — displayed when viewers pause content
To stay competitive, publishers should track not just view counts, but:
- Completion rates (especially for OTT/CTV)
- Engagement metrics (watch time, dwell time)
- Revenue per mille (RPM) per format
- Audience retention across short vs. long-form content
Those metrics guide smarter ad placements and content programming decisions — leading to steady yield improvement over time.
6. Make Short-Form Work for Long-Term Growth
Social platforms remain crucial discovery engines. Reels, Shorts, and TikToks aren’t just vanity formats — they’re gateways that push users toward owned platforms.
Publishers should:
- Repurpose snippets from hero videos into short, native clips
- Maintain consistent visual identity across formats
- Use interactive hooks (questions, teasers, headlines)
- Link back to full-length videos on their site, OTT channel, or YouTube
Short-form builds awareness; long-form drives monetization. Together, they form a healthy content funnel.
7. From Experimentation to Infrastructure
A video ads strategy isn’t a campaign, it’s infrastructure. It requires:
- A centralised content management and analytics system
- A workflow that connects editorial, marketing, and ad ops teams
- Partnerships with trusted CTV ad network or ad partners for video monetization
- Ongoing optimization based on viewability, fill rates, and CPM trends
Once this foundation is set, scaling video production, including AI-assisted workflows, becomes a matter of refinement, not reinvention.
Final Word
Video content has become the foundation of digital publishing economics. The formats, channels, and technologies may change from YouTube to TikTok to CTV, but the underlying truth remains that audiences prefer watching to reading, and advertisers pay accordingly.
For publishers, the opportunity lies not just in larger volumes of video production, but in smarter, better-distributed, and better-monetized content creation.
The AI-video era won’t replace creativity; it will reward publishers who combine creativity with precision — and who treat video as the strategic asset it has become.
Our previous material in this topic you can read on ExchangeWire